KRAVE is a new chocolate cereal aimed at the early twenties market, for those who have outgrown Coco Pops but are not quite ready to settle down with Special K.
CMW was appointed at the beginning of the year to develop a launch and ongoing communications strategy for the brand.
This was the first time Kellogg’s had explicitly targeted a young adult market and the first time social media had been put at the heart of a campaign.
The agency was tasked with reaching the core audience and then delivering deep levels of brand engagement.
The back story is that KRAVE (Krave is crispy cereal shells filled with chocolate and in the campaign they are transformed into mischievous animated creatures) are obsessed with chocolate. They will sneak up on it and pounce or disguise themselves and lure the chocolate in. These are all ideas that played out in the above-the-line advertising.
Extending this story into the digital space – KRAVE have got their hands on a range of fantastic prizes which they will readily swap them for more chocolate.
With this CMW came up with the concept of the Choc Exchange. Think eBay but bidding with virtual choc chunks.
To maximise participation people can amass more virtual choc chunks by inviting their mates to join the Choc Exchange, uploading photos, tagging images, posting status updates etc. The more chocolate chunks they acquire the more they can bid for prizes including festival tickets, mobile DVD projectors, mini camcorders, iTunes vouchers and drum kits. They can also gift their choc chunks to help their mates secure prizes.
The KRAVE Choc Exchange can be found at www.krave.com and utilises Facebook Connect to publish Choc Exchange activity information in the newsfeeds of those who have signed up to help spread the world to their social connections.
Krave also has a heavy presence on Facebook (www.facebook.com/krave) and amassed in excess of 30k fans in the week it launched.
By monitoring the conversations taking place in social media to gain a deeper understanding of what Krave fans really want CMW has been able to add the prizes to the Choc Exchange that will generate the greatest levels of participation.
The fans were all talking about Krave hoodies so CMW developed three different designs and asked fans to vote on their favourite. The agency then produced them, added them to the auction and there was a surge of activity on the Choc Exchange.
CMW then noticed that fans were talking about the need for bigger boxes so they commissioned giant boxes of the cereal and are about to add these to the Choc Exchange.
The launch was also supported by a heavy-weight digital advertising campaign featuring multiple executions of the KRAVE escaping from their box. All of the ads featured the campaign line ‘A new breed of cereal has been unleashed’.
• More than 60k likes on Facebook
• Continued engagement throughout a three month period
• Above industry average click through rates from online advertising.
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